I knew they were Hasbro, but they've only been around this year. I wasn't aware they were on the same level COST-wise as Lego though. That's just dumb.

One of the main reasons misinformed parents buy clone-brands is because they're cheaper. To them all building bricks are Lego brand. But if they see two sets he same size and price, but one actually says "LEGO" on it, they'll probably buy that one.